Global knowledge management at Danone

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6 Νοε 2013 (πριν από 3 χρόνια και 10 μήνες)

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Global knowledge management at
Danone

Group 2

M9901203
張傑生

M9901110
吳建漳

M9901302

李思嫻

M9901303
顏慎一

Managing Knowledge for
Competitive Advantage


Managing Knowledge for

Competitive Advantage


Challenge:

Making product, customer, and operational
information available


Topic:


Local markets(
地方市場
)


Decentralization and Integration(
分權與整合
)


The Human Connection(
人與人之間的聯繫
)


Local Markets



Danone’s

strategy:
decentralization


Close to customer


Get new product earlier



Nestle V.S
Danone

The Human Connection



Instead of using traditional knowledge management
that uses technology, uploading files, building
databases, which was not the best way,
Danone

decided to look at behavioral patterns and more at
interactions between people.

The Networking Attitude

The Networking Attitude


In 2002 The Networking Attitude was launched as a
new way of communication to enable and encourage
staffs in different work sites to share knowledge and
good practices in the enterprise.

MAKE IT YOURS


Marketplace


Message
-
in
-
a
-
bottle


T
-
shirts

FOLLOW
-
UP


WHO’S WHO


COMMUNITIES (NETWORKS)

Assessing the Networking Activities

Assessing Networking Activities


Because of the Networking Attitude,

far more people
know who to ask for help

now.



Tangible results proved that people from different
divisions could benefit from each other’s experiences.




Assessing Networking Activities


You need the relation and exchange between people.


At
Danone

we foster games

between people during
which they can exchange ideas. I see this as our
competitive advantage.


Extending the Networking Attitude


Mougin

and
Benenati

believed NA has to be
deeper, wider, or richer.


Deeper: more employees


Wider: outside the company


Richer: for innovation


Discussion

Discussion 1

1.
What are the most important knowledge
management challenges faced by
Danone
?

2.
What does the company need to do well to
success?




Discussion 2

2.
What is your assessment about the
Networking Attitude Initiative?


SWOT

Analysis

優勢

劣勢

機會

威脅

SWOT

Factors


Culture


Policy


Limit Boundary

Discussion 3

4

3.
What should Frank
Mougin

and
Benedike

do
next? Which of the three opinions(go wider,
go deeper, go richer) do you recommend?
Why?

4.
How does CEO Frank
Riboud’s

approach to
leading
Danone

affect your recommendation?

Deeper

more employees

Wider

outside the company

Richer

for innovation

Advantage

1. To enrich

the
KM system

1.The

bridge to partners,
suppliers, customers,
and consumers.


2. Lower cost


1.Sharing new idea

to
create new products.

Disadvantage

1. Higher

cost of
labors

1.Higher

risks
,

because
their competitors will
benefit as well.

1.Spend much time


2.Need manager

support the product
development

END